Condé Nast executives believe the company’s Web sites have a lot more premium value that has yet to be unearthed.
So the company has partnered with the online advertising data firm Lotame to dig deeper into its own digital audiences.
Condé sales executives have recently begun using Lotame’s Crowd Control product to identify specific audience groups that can be packaged for advertisers. According to digital sales vp Josh Stinchcomb, using Crowd Control Condé has isolated 20 distinct audience groups, which its sales teams have recently begun pitching to brands.
For as trackable as the Internet is, Web publishers often know surprisingly little about their audiences besides what can be gathered from syndicated research or what they can infer from their own content. That’s where Lotame claims it can help.
Crowd Control promises to dig into a publisher’s audience data and find users that fit into specific demographics, interest groups and even those who are inclined to behave in a certain fashion online—such as “women 18-34 who have comment on movies.”
In Condé’s case, Stinchcomb’s team had long suspected that sites for brands like Allure, Self and even Wired reach young mothers. But because the company doesn’t have a dedicated mom site, it was harder to attract relevant advertisers.
Now using Crowd Control, Condé can find and target moms across multiple sites—and ideally sell this audience for a premium CPM. “This allows us to get better insights into our audience,” said Stinchcomb. “It’s one level deeper.”
Or as Lotame CEO Andy Monfried put it: “The advanced targeting methodologies of Crowd Control enable publishers to sell their audiences at a deeper level, providing an extra layer of data about their readers."
Plus, according to Stinchcomb, such data helps address a persistent issue with online advertising. “We are continually asking ourselves, ‘how do we create an environment that attracts more brand dollars?’” he said. “This provides more accountability.”